Once a modest platform for amateur videos, YouTube has become a massive star-making machine. (See “PewDiePie” if you doubt that.) Making more stars is Erin McPherson’s job. She drives programming strategy for LA-based Maker Studios, the 2009 start-up that’s now the world’s largest producer and distributor of short-form online video. The former entertainment and media attorney joined Maker in 2013 after serving in a similar role at Yahoo. In May 2014, Maker was acquired by Disney for $500 million.
SKY: How is Maker content created?
MCPHERSON: Think of us as a mixture of channel partners, which are global networks of creators, and our own internal studio, where we produce content with top online talent as well as with traditional media talent.
What we’re really capturing is the desire by today’s audiences not just to watch content but to participate with it. They want to share it, comment on it, create their own responses to it.
How does Maker choose which video creators to work with?
Anyone can sign up to join Maker; we get about 15,000 new people a day to sign up. We then screen [the videos] for copyright and quality; about 150 new makers end up joining every day. As those creators get better at what they do, we give them tools and technology. We tell them the best time to upload their videos and help ensure that their videos are being seen in the best way.
How does Maker make money?
Advertising, primarily. We also have a merchandise business and a couple of ancillary businesses. Our content creators make a share of that advertising revenue.
How do Maker and Disney mutually benefit by joining forces?
What we bring to Disney is a direct relationship to a millennial audience, ages 13 to 34. Together, we’ll be able to combine that amazing array of Disney brands and intellectual property with our expertise in short-form content, digital platforms and mobile.
What do you enjoy about your job?
Every single day I’m learning something new. Every single day we’re uploading new content. I love a fast pace, and I certainly get that at Maker.